Targets and target groups

Marketing targets
The goals you have set refer to the project in general whereas the marketing targets relate to the market in which the project is taking place and should be much more concrete.
Are you going to focus on local, regional, national or international level? Do you want to reach new audiences? Are you going to set your targets concerning sales, numbers of visitors. Is your aim a full venue? Larger venues then the last project? Do you want to realise repeat visits? How do these things relate to the website visits in the period preceding the project? What kind of media attention do you want to generate, and how much? Think of attention in the media before the project and of reviews afterwards. Are there specific target groups in the music business you want to approach?
Make a list of your marketing targets, define them in a realistic way and make them as concrete as possible.

Target groups
What target group do you intend to focus on? The audience in general is often too broad a term. Your target group of course also depends on the music genre you work in. Perhaps you can use a list of e-mail addresses of certain venues or cultural institutions or you can hand out flyers at other concerts. It is then important to decide on what your target groups are. But perhaps you want to focus on new and different target groups, such as young people or more specifically secondary school pupils or students, (financially attractive) 50-sometings or the staff members of the sponsor.
Perhaps you want to make a selection of your target group(s) based on the region your concert(s) will take place. The more specific the selection you make, the easier it becomes to determine the means of communication or media. Then of course there are the non-audience target groups such as media and representatives from the music business, sponsors and subsidy providers.